JAMAICAN hip hop artistes have never got the kind of attention afforded to their reggae and dancehall counterparts. However, 20-year-old Zac Jone$ has plans to change this.

“Jamaica has always embraced hip hop culture. I’m bringing a new face to rap in Jamaica while being innovative,” Jone$ told

Splash.

The California-based rapper, whose real name is Zachary Jones, is originally from Barbican. He attended Wolmer’s Boys’ School and Hillel Academy before migrating four years ago.

He said being based in California has opened many doors for him as a rapper.

“At first it was kinda rocky, but I’m enjoying it now. We Jamaicans are innovative so it’s the same with rap music. We can step into a party and people just gravitate to us. Fusing the reggae and dancehall style in rap and pushing the Jamaican image also helps,” he said.

As a teen, he was exposed to rap music and would often go by his friends’ homes to watch the latest music videos on American channels, including BET and MTV.

“From an early age I was influenced by rap, but my parents didn’t allow me to watch MTV and BET. I had to go by my friends’ homes to watch them, and when I saw how people responded to the rappers, I became intrigued,” said Jone$.

His latest single, Every Time You Go, was released online on February 1. It is taken from his forthcoming EP Ridin Thru King$ton.

The music video for the song was shot on location in sections of Portland. He said the move was strategic.

“I wanted to show the good side of Jamaica so I chose to shoot the video in Portland,” he said.

— Kevin Jackson